The store also serves as a space designed to immerse visitors in the brand’s history. The store concept combines heritage and innovation, celebrating the world of basketball and connecting the brand’s global community in a completely new shopping experience. 

Visitors can relax at the store’s hospitality lounge, which features sofas and outlets for digital devices, and retrace the champion’s footsteps by admiring collectors’ pieces dedicated to him or reading about his story on the different panels and publications available. The experience is made even more special by a shoe and jacket customisation workshop and an exclusive sneakers pick-up service, where customers can book and collect the latest sneakers launched.